this time, the data indicate that the company's overall position of being clearly #1 or tied for #1 has remained relatively stable (85 percent) whereas the company's position for clearly #1 appears to have slipped somewhat in 1993.
This information indicates a highly competitive marketplace, with significant attention being paid to this attribute by the company's competitors. In response, Ciba-TPD has established aggressive goals and implemented plans to further improve packaging. One example of the packaging goals pertains to the percentage of the packaging deemed to be environmentally friendly.3Figure 6 illustrates the past 3 years of performance in this area and shows the goals for 1994 and 1995. In summary, between 1991 and 1995, Ciba-TPD planned to go from 10 percent to 98 percent environmentally friendly packaging. By the end of 1993, a sixfold increase to 60 percent environmentally friendly packaging had already been achieved.